{"id":3692,"date":"2025-10-15T12:13:56","date_gmt":"2025-10-15T11:13:56","guid":{"rendered":"https:\/\/nish.wales\/?p=3692"},"modified":"2025-10-15T12:13:58","modified_gmt":"2025-10-15T11:13:58","slug":"case-study-understanding-consumer-perceptions-of-foraged-and-wild-ingredients","status":"publish","type":"post","link":"https:\/\/nish.wales\/en\/2025\/10\/15\/case-study-understanding-consumer-perceptions-of-foraged-and-wild-ingredients\/","title":{"rendered":"Case Study: Understanding Consumer Perceptions of Foraged and Wild Ingredients\u00a0\u00a0"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>The <a href=\"https:\/\/www.reallywildemporium.co.uk\/\" target=\"_blank\" rel=\"noreferrer noopener\">Really Wild Emporium<\/a> project explored consumer perceptions, preferences, and trade-offs associated with products containing foraged or wild ingredients. The research aimed to uncover the psychological and social barriers that influence consumer acceptance of these products, as well as opportunities to promote sustainable, health-supporting choices through foraged ingredients.\u00a0<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The first phase involved visual focus groups with 26 participants (16 students and 10 members of the public) from Swansea. The purpose was to explore consumers\u2019 pre-existing associations with foraging, their willingness to use food or personal hygiene products containing foraged ingredients, and the perceived barriers and challenges to adoption.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Findings revealed a limited understanding of foraging, with some participants associating the practice with stigma or embarrassment. Foraging was occasionally perceived as an activity linked to necessity or poverty rather than sustainability or wellness. Participants also highlighted uncertainty around the safety, sourcing, and benefits of wild ingredients.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Another key barrier was the lack of green spaces available. Participants often mentioned that the places they had previously picked ingredients (e.g. in childhood) had been replaced with residential or commercial buildings.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Insights from Study 1 informed the design of a UK-wide survey with 281 participants. The survey examined consumer trade-offs when selecting real products containing foraged ingredients from the Really Wild Emporium, including a moisturising lotion and several meat, fish, and vegetable-based dishes.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Participants evaluated trade-offs between key product attributes such as price, health benefit, ingredient source, and product messaging. Across product categories, consumers showed a stronger preference for items described as \u201cnaturally,\u201d \u201clocally,\u201d or \u201csustainably sourced,\u201d compared to those labelled \u201cforaged,\u201d \u201cwild,\u201d or \u201chand-picked.\u201d&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This project generated new knowledge about consumer perceptions of foraged and wild ingredients &#8211; an underexplored area in nutrition, sustainability, and consumer behaviour research. The findings indicate a significant knowledge gap regarding the availability, safety, and nutritional benefits of wild ingredients. Addressing this gap presents opportunities for education and engagement interventions, particularly using visual communication to reframe foraging as a positive, sustainable practice.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The research has also established a foundation for future collaboration with the Really Wild Emporium, including potential development of public health campaigns or educational materials that promote foraged ingredients as part of a sustainable and healthy diet. Given ongoing challenges related to climate change and food insecurity, the responsible promotion of wild and foraged ingredients could play a critical role in supporting both environmental sustainability and public health resilience.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This work aligns closely with the NISH\u2019s mission to advance public understanding of the links between nutrition, wellbeing, and sustainable health practices. By informing future education and outreach initiatives, the project contributes directly to NISH\u2019s goal of fostering evidence-based strategies that enhance population health and environmental responsibility.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Really Wild Emporium project explored consumer perceptions, preferences, and trade-offs associated with products containing foraged or wild ingredients. The research aimed to uncover the psychological and social barriers that influence consumer acceptance of these products, as well as opportunities to promote sustainable, health-supporting choices through foraged ingredients.\u00a0 The first phase involved visual focus groups [&hellip;]<\/p>\n","protected":false},"author":190346150,"featured_media":3693,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"advanced_seo_description":"","jetpack_seo_html_title":"","jetpack_seo_noindex":false,"jetpack_seo_schema_type":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_wpcom_ai_launchpad_first_post":false,"_jetpack_hide_featured_image":false,"_jetpack_featured_image_duplicate_dismissed":0,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"{title}\n\n{excerpt}\n\n{url}","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[1367],"tags":[],"class_list":["post-3692","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-study"],"jetpack_publicize_connections":[],"jetpack_likes_enabled":false,"jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/pfwlnl-Xy","jetpack-related-posts":[{"id":4178,"url":"https:\/\/nish.wales\/en\/2024\/03\/12\/case-study-using-rubbing-oils-for-pain-relief\/","url_meta":{"origin":3692,"position":0},"title":"Case Study: Using rubbing oils for pain relief","author":"meganchick1","date":"12th March 2024","format":false,"excerpt":"Essential Skin and Body Butters (ESBB) is a company\u00a0based in Neath Port Talbot in South Wales.\u00a0 The company manufactures\u00a0a range of body butters and rubbing oils for cosmetic and potentially medicinal benefits. The company contacted Swansea University's Healthcare Technology Centre (HTC) for scientific support to determine\u00a0whether the rubbing oil mixtures\u2026","rel":"","context":"In &quot;Case Study&quot;","block_context":{"text":"Case Study","link":"https:\/\/nish.wales\/en\/category\/case-study\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/nish.wales\/wp-content\/uploads\/2026\/03\/Wordpress-7.png?fit=1200%2C628&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/nish.wales\/wp-content\/uploads\/2026\/03\/Wordpress-7.png?fit=1200%2C628&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/nish.wales\/wp-content\/uploads\/2026\/03\/Wordpress-7.png?fit=1200%2C628&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/nish.wales\/wp-content\/uploads\/2026\/03\/Wordpress-7.png?fit=1200%2C628&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/nish.wales\/wp-content\/uploads\/2026\/03\/Wordpress-7.png?fit=1200%2C628&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":5361,"url":"https:\/\/nish.wales\/en\/2026\/10\/01\/using-consumer-insight-to-support-healthier-more-sustainable-food\/","url_meta":{"origin":3692,"position":1},"title":"Using consumer insight to support healthier, more sustainable food","author":"meganchick1","date":"1st October 2026","format":false,"excerpt":"Swansea University is working with Twisted Orange on Kaleidoscope, a joint initiative providing consumer insight to help de-risk the innovation journey for the food and drinks industry. The initiative supports businesses to develop healthy and sustainable products, with a wider aim of contributing to a transformed food system. Kaleidoscope was\u2026","rel":"","context":"In &quot;Case Study&quot;","block_context":{"text":"Case Study","link":"https:\/\/nish.wales\/en\/category\/case-study\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/nish.wales\/wp-content\/uploads\/2026\/09\/Wordpress-2-1.png?fit=1200%2C628&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/nish.wales\/wp-content\/uploads\/2026\/09\/Wordpress-2-1.png?fit=1200%2C628&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/nish.wales\/wp-content\/uploads\/2026\/09\/Wordpress-2-1.png?fit=1200%2C628&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/nish.wales\/wp-content\/uploads\/2026\/09\/Wordpress-2-1.png?fit=1200%2C628&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/nish.wales\/wp-content\/uploads\/2026\/09\/Wordpress-2-1.png?fit=1200%2C628&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":4202,"url":"https:\/\/nish.wales\/en\/2024\/03\/13\/case-study-understanding-the-health-and-wellbeing-benefits-of-tetradenia-riparia\/","url_meta":{"origin":3692,"position":2},"title":"Case Study: Understanding the health and wellbeing benefits of Tetradenia Riparia","author":"meganchick1","date":"13th March 2024","format":false,"excerpt":"Swansea-based start up, Centre of African Entrepreneurship, specialise in creating provisions for people from African backgrounds. The company mission aims to tackle the plight of poverty and inequality within the BAME community in Swansea and across Wales. CEO,\u00a0Franck\u00a0Banza,\u00a0plays an influential role in establishing\u00a0further\u00a0engagement and activity, including the development of supplements,\u2026","rel":"","context":"In &quot;Case Study&quot;","block_context":{"text":"Case Study","link":"https:\/\/nish.wales\/en\/category\/case-study\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/nish.wales\/wp-content\/uploads\/2026\/03\/Wordpress-1-2.png?fit=1200%2C628&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/nish.wales\/wp-content\/uploads\/2026\/03\/Wordpress-1-2.png?fit=1200%2C628&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/nish.wales\/wp-content\/uploads\/2026\/03\/Wordpress-1-2.png?fit=1200%2C628&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/nish.wales\/wp-content\/uploads\/2026\/03\/Wordpress-1-2.png?fit=1200%2C628&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/nish.wales\/wp-content\/uploads\/2026\/03\/Wordpress-1-2.png?fit=1200%2C628&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":2569,"url":"https:\/\/nish.wales\/en\/2025\/04\/03\/case-study-breaking-down-the-barriers-to-sports-inclusion\/","url_meta":{"origin":3692,"position":3},"title":"Case Study: Breaking down the barriers to sports inclusion","author":"meganchick1","date":"3rd April 2025","format":false,"excerpt":"Univarsity\u00a0is an award-winning digital startup that has created a platform that aims to break down the barriers students face when searching, joining, and interacting with sports at university, all with the aim of increasing sports participation and engagement, and improving the health and wellbeing of students. The platform uses behavioural\u2026","rel":"","context":"In &quot;Case Study&quot;","block_context":{"text":"Case Study","link":"https:\/\/nish.wales\/en\/category\/case-study\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/nish.wales\/wp-content\/uploads\/2025\/02\/Wordpress-3-1.png?fit=1200%2C628&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/nish.wales\/wp-content\/uploads\/2025\/02\/Wordpress-3-1.png?fit=1200%2C628&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/nish.wales\/wp-content\/uploads\/2025\/02\/Wordpress-3-1.png?fit=1200%2C628&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/nish.wales\/wp-content\/uploads\/2025\/02\/Wordpress-3-1.png?fit=1200%2C628&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/nish.wales\/wp-content\/uploads\/2025\/02\/Wordpress-3-1.png?fit=1200%2C628&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":4190,"url":"https:\/\/nish.wales\/en\/2024\/03\/12\/case-study-using-remote-physiotherapy-sensors-to-improve-patient-outcomes\/","url_meta":{"origin":3692,"position":4},"title":"Case Study: Using remote physiotherapy sensors to improve patient outcomes","author":"meganchick1","date":"12th March 2024","format":false,"excerpt":"Denton RPA are a Cardiff-based physiotherapy service provider who use digital tech solutions to help empower patients and clinicians to achieve better outcomes.\u00a0Using re.flex\u2019s 3D motion sensors, Denton RPA provides a unique remote rehabilitation experience for preventative, pre, and post-op patients.\u00a0 For digital technology to be integrated and implemented for\u2026","rel":"","context":"In &quot;Case Study&quot;","block_context":{"text":"Case Study","link":"https:\/\/nish.wales\/en\/category\/case-study\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/nish.wales\/wp-content\/uploads\/2026\/03\/Wordpress-10.png?fit=1200%2C628&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/nish.wales\/wp-content\/uploads\/2026\/03\/Wordpress-10.png?fit=1200%2C628&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/nish.wales\/wp-content\/uploads\/2026\/03\/Wordpress-10.png?fit=1200%2C628&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/nish.wales\/wp-content\/uploads\/2026\/03\/Wordpress-10.png?fit=1200%2C628&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/nish.wales\/wp-content\/uploads\/2026\/03\/Wordpress-10.png?fit=1200%2C628&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":4165,"url":"https:\/\/nish.wales\/en\/2024\/03\/11\/case-study-mapping-the-clinical-demography-and-outcome-of-patients-with-implantable-devices\/","url_meta":{"origin":3692,"position":5},"title":"Case Study: Mapping the clinical demography and outcome of patients with implantable devices","author":"meganchick1","date":"11th March 2024","format":false,"excerpt":"Heart failure is the world\u2019s most prevalent disease and, despite consuming 2% of the entire global healthcare budget, it remains a progressive, incurable condition. Treatments are sub-optimal and 50% of heart failure patients are dead within 5 years. 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